When it comes to matching costs from different platforms the industrie's facing one big challenge: The harmonization of campaign names between platforms to do a proper spend matching.
Due to this challenge Adtriba only offered costs on a source level until now. As the matching of source level was not as failure prone as on campaign level, and the naming of sources were the same between most platforms.
Nevertheless we wanted to offer our clients the possibility to see costs on campaign-level as well to get a better understanding of the campaign performance and their optimization based on CPA and ROAS.
Thus we launched the Funnel Spend Mapper in Oct. 2020.
The Funnel spend mapper gives you the chance to map your campaign costs from funnel to the according (matching) campaigns in Adtriba.
The Spend Mapper
I) Where to find the Spend Mapper
As you can configure the mapping on account level you can find the spend mapper in your account settings. Just go to the little user icon in the upper right hand corner of the dashboard. If you click on the icon you can select 'spend mapper' from the drop down menu.
II) How does the Spend Mapper works
On the left hand side of the spend mapper you can see all your funnel campaigns we pull in via your Funnel account.
On the right hand side next to each funnel campaign you can find a dropdown field which will show you all Adtriba campaigns.
For some of your funnel campaigns we may offer you an automated recommendation of one or more Adtriba campaigns below the campaign dropdown.
Once you select the recommendation or a campaign from the dropdown you can go on to the next campaign. Once you reached the end of the site you should hit the button (save all changes) on the right hand side at the bottom of the page. You can then switch sides by using the pagination on top of the input fields.
The already mapped and saved campaigns will appear with a green background, the mapped but not saved campaign do appear with a yellow background.
Once your mapping is saved, it'll take up to the next morning until your mapping is applied in the reporting.
To make spend mapping as easy and convenient as possible we provide the following filter functions for:
a) the funnel campaigns
The filters will provide you with the opportunity to filter the funnel campaigns after:
- their mapping status
- unmapped status and availability of recommendation
- Connection names of funnel
- Adtriba source or campaign names
b) the Adtriba campaign drop down
The channel filter on the right hand side is applied on the items shown to you in the Adtriba campaign dropdown only. For example if you filter after the channel Social, you would only see Adtriba campaigns from the social channel in the drop down.
What if I can't find a fitting Adtriba campaign for my Funnel campaign?
This can happen due to the following reasons:
1) Granularity or/and Tracking parameter structure
In lots of cases the naming convention in your media platform does not follow the naming convention of your tracking parameters. Hence the campaign can be named differently for the exact same campaign in Adtriba and Funnel.
You could either increase granularity for your funnel campaign naming if your adtriba campaign uses adgroup instead of campaign. Or you need to ask your marketing managers for a lookuptable of platform names and tracking parameter naming convention.
2) History is too old
Per default we do pull a campaign history of 6 month from Funnel into Adtriba. If you recently started with us it might happen, that the campaigns are already outdated and did not generate any traffic or conversions anymore. Thus we won't show any campaign in the Adtriba drop down. In this case you can just hide the campaigns .
3) No conversions for your respecting campaigns
We only show campaigns in the Adtriba drop down who generated at least 1 conversion. If you can't find your campaign in the drop down without any conversion attributed. If you still want to apply the costs for the respecting campaign to the source (Facebook in general) we do offer the possibility of creating an artificial campaign for each source, which only carries costs. Please contact us for further information or provision of the fallback campaigns.